Netflix Thinks AI Might Save You From Scrolling Aimlessly For Something To Watch

Netflix is rolling out an AI-powered recommendation feature called AI Discover to its TV app, initially as a test available to some accounts via a Discover tab marked with a red gem icon on the top navigation bar. The tool offers theme-based suggestions—such as who you're watching with, mood, or shorter titles—paired with clips from shows and movies, and lets users refine results, refresh themes, and block titles from being recommended again. Netflix framed AI Discover as a testbed for features that could later become part of its core experience. The move matters because it targets the scrolling friction that can cost the company engagement on its platform. What to watch next: how broadly Netflix expands the test and whether AI-driven discovery measurably lifts viewing.